The bizarre, sad tale of Brandon Truaxe and Deciem as told through social media
Yesterday, Brandon Truaxe, the executive who launched 10 beauty brands — most recently Deciem ($DECIEM) — died at age 40. It was reported by The National Post of Canada that he fell from a condominium building near Toronto's downtown.
Truaxe was widely considered a wonderkind in the skin-care and beauty industry, and Deciem was his latest creation partially funded by Estée Lauder ($NYSE:EL).
As of yesterday and leading into today, chatter about Truaxe's untimely death has driven up mentions of Deciem.
On January 21, 2019, mentions of Deciem skyrocketed from 1,280 to 7,480.
Before that, however, one can see rises in activity as Truaxe's behavior became erratic. It was then that he spontaneously shut down Deciem, fearing that the company was being destroyed from within. That led to Estée Lauder and other investors removing him as CEO. Truaxe was then ordered by Canadian courts to stay away from the company. It was then that mentions of Deciem saw a rise from 850 to 4,360 mentions as news of his ouster hit social media.